ON A ROLL:MITCHELL BERK

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Mitchell Berk teams major entertainers like Kenny Rogers, Ringo Starr and Trisha Yearwood with integrated marketing programs for Dole Foods, Budweiser, Alberto-Culver and Discover Card, among others. Going solo in 1985, he now has 41 employees.

Age: 40

Title: president, Entertainment Marketing, Chicago

Goal: Accelerate marketing plans through entertainment. Make marketing multi-dimensional.

Tip: Think of global strategies, not global campaigns.

Secret to success: Resistance to the word "no." Be a details freak. Use subtle-touch marketing.

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